love it, would like to see more of this happening. a new wave of advertising that desensitizes consumers to deception might result in some interesting new directions later on. of course, getting established clients to undercut the foundations of their precious brands will be hard. but perhaps a push by younger, more versatile identities will corner them into considering it.

A bit like Gary Goldsmith's Everlast ad a decade back. "We could pay athletes to wear our clothes. We could also pay them to wear dresses." Well, the line was something like that. But anything that acknowledges the absurdity of paying beautiful people to create aspiration is good in my book...